COLGATE Total Active Prevention Plus Gum Care 150g The New Colgate Gum Care toothpaste with Active Prevention Plus, is 3x more effective at fighting a root cause* of top oral issues such as Gum Problems, Plaque, Tartar, Sensitivity, Bad Breath, and Cavities. Its Powerful, Patented, Preventative Technology is clinically proven to provide 24 hours antibacterial action**, that provides long lasting benefits against bacteria to help prevent 8 oral care problems before they start. Clinically proven to reduce gum bleeding, swelling and redness#, our proprietary formula helps protect gums against plaque and prevents early signs of gum problems. This toothpaste is formulated with gentle foam that is suited to those prone to gum concerns. 100% of users in clinical study had healthier gums.^ * by reducing plaque vs regular toothpaste after 3 months of twice daily use. Plaque is the root cause of cavity, gum problems, bad breath ** 2x daily brushing with 4 weeks continued use ***vs potassium based toothpaste after 1 week of continuous use ^by reducing plaque, clinical study by Deyu Hu, July 20, 2021 by reducing plaque build up